Ad-Council: Love Has No Labels
Bias and discrimination are some of the most pressing issues facing our nation today. And while many people care about inclusion and want to do something, they don’t know how to take action.
Since 2015, the Ad Council’s Love Has No Labels campaign has flooded culture with diverse images of love and acceptance in order to combat bias and promote inclusion across race, age, gender, sexual orientation, religion, and ability. The campaign needed to inspire action and drive consumers to lovehasnolabels.com, where they could learn more about everyday acts of inclusion. So Courageous took on the challenge, in partnership with Facebook Creative Shop, and developed a compelling two-part series designed to inspire action.
Client: Ad Council, Great Big Story
Agency Partners: Courageous, Facebook Creative, R/GA
Role: Creative Director / Director
Awards: Shorty, Cannes Lions
Great Big Story: “Love Has No Labels – Love Rises In Houston”
Munira and Sara, a Muslim woman and a Jewish woman, put their religious differences aside in the wake of Hurricane Harvey to rebuild their community.
Great Big Story: “Love Has No Labels — Love Rises In Orlando”
Orlando-based Reverends Terri Pierce (a gay woman) and Dr. Joel Hunter (a straight man), connected in the aftermath of the Pulse nightclub shooting to reconsider their biases and ultimately formed a wonderful friendship.
The work tapped into a key insight uncovered through Love Has No Labels’ qualitative research, which found that disasters are a key moment when people come together across identity labels and set aside their biases. These moments of togetherness show that we all have an inherent desire for inclusion and connection, but bias and social norms prevent us from acting this way day every day.
Our team tackled tough subject matter and asked, ‘Why Does It Take a Disaster to Bring Us Together?’ Featuring award-winning storyteller and influencer Jay Shetty, we explored what we can all learn from unlikely friendships that were developed in the aftermath of disaster and tragedy.
In Love Rises in Orlando, two reverends — one straight and one gay connected in the aftermath of the Pulse nightclub shooting to reconsider their biases. And in Love Rises in Houston, we saw how a Jewish and a Muslim woman came together in the wake of Hurricane Harvey to rebuild their community.
The films launched an omnichannel digital distribution strategy, seeding content across Facebook, Instagram, and Twitter channels, optimized for mobile. Host Jay Shetty shared on his channels, too. We leveraged a multiplatform distribution strategy, inclusive of Facebook, Instagram, Twitter, app, e-newsletter, and Apple News.
